Examining ecotourism destinations competitiveness and the moderating impact of social media marketing: Post-COVID-19 propositions for ecotourism industry actors

This dataset explores the relationship between endowed resources (natural resources, cultural heritage attractions), supporting resources (accessibility, quality of tourism services), and ecotourism competitiveness in totally protected areas (TPAs) in Sarawak, Malaysia. The study also examines the moderating role of social media marketing in the context of IR 4.0 and the state's efforts toward a digitalized economy. Data was collected from domestic tourists who had visited TPAs in Sarawak between December 2019 and February 2020, before the COVID-19 lockdown. The results confirmed that endowed and supporting resources significantly contribute to the competitiveness of ecotourism destinations. Additionally, social media marketing was found to moderate the relationship between natural resources and ecotourism competitiveness.